How to create a successful landing page?

by Brohems
How to increase website traffic for free?

This is one of the most formidable levers in an Inbound marketing strategy: the landing page. Used well, it becomes a key step in the conversion process and, by extension, in the growth of your business. 

Creating a landing page directs users to a specific action. It can be buying a product or service, subscribing to a newsletter, downloading a catalog. The goal is conversion. It is therefore a tool at the service of your acquisition strategy.

To make the most of it, it is essential to fully understand how the landing page works, and to know its characteristic elements. This is what we are going to help you do in this article. Thanks to these tips, you will know how to create a successful landing page and use it wisely in your conversion funnel. 

What is a landing page (or landing page)? 

The landing page (or landing page) is a unique page, separate from your website, on which visitors arrive after clicking on a button or link. It is exclusively dedicated to the presentation of an offer in order to guide Internet users towards a specific action. 

The landing page serves, in fact, a single conversion objective. These include, for example: 

  • Obtain an e-mail address (to take advantage of a free trial, book a demonstration, etc.), 
  • Sell ​​a specific product or service or highlight a special offer,
  • Generate a subscription to a newsletter, 
  • Encourage the download of a lead magnet (catalogue, white paper, ebook, etc.).

Creating a successful landing page is therefore potentially a growth factor. This marketing tool plays a key role in lead generation and qualification. It is therefore important to monitor your conversion rate, an essential key performance indicator: the higher it is, the more effective your landing page is. 

💡 Advice from our experts: if you want to be sure of your conversion objective, you can create two versions of your landing page, following the A/B testing method. You assign each a different objective, compare the results over a given period, and opt for the one that generates the best conversion rate.

What is the difference between a landing page and a classic web page?

To fully understand how it works, you need to differentiate between a landing page and a classic web page.

When a user “land” on a landing page, he has performed an action beforehand. Usually he clicked a button, which took him to that specific page. This traffic can come from social networks, a Google Ads campaign or even a blog article: the call-to-action button ( CTA) can be implemented on different channels.

The landing page can thus be distinct from the rest of your website: unlike a “classic” web page, it does not appear specifically in your tree structure. It can be independent, although correlated to your Inbound marketing strategy. Be careful, however, to remain consistent with your visual identity and your editorial line. These are essential to build your strong brand image and build a relationship of trust with your prospects.

Thus, this landing page is not intended to present your company in detail, your entire catalog: reserve this for dedicated pages of your website. To create a successful landing page, you need to cut to the chase. Giving too much superfluous information will divert Internet users from the action you want them to take. Remember: an effective landing page must convert! 

The benefits of creating a landing page 

Creating a landing page has three main benefits.

It is first of all an interesting webmarketing lever to exploit if you are launching your activity and do not yet have a website. It is inexpensive, quick to set up and very effective if it is well constructed. You can hire an experienced web agency to save time. You will be sure to offer an optimal user experience: a fundamental element to increase your conversion rate.

Note however that, although it is a powerful tool, a landing page cannot replace a long-term website. You will not be able to say everything about your company or your offer: as we mentioned earlier, a landing page serves a single and unique conversion objective. 

Creating a landing page can also allow you to validate your content marketing strategy (content marketing). This is an opportunity to refine your sales pitch: it must be as powerful as it is concise. This is an excellent writing exercise and therefore helps you to pitch, with the right terms, your concept or your offer. 

Finally, a major advantage of creating a landing page is a powerful tool for capturing qualified leads. You must encourage Internet users to leave you their contact details (in particular their e-mail). The landing page therefore intervenes at a decisive phase of the sales funnel, from which follows the rest of your Inbound Marketing strategy.

5 key points to create a successful landing page 

Creating a successful landing page requires following a few basic rules. Therefore, here are the 5 key points to add your landing page to make conversion easier.  

  1. An explicit title 

Displayed at the top of the landing page, the title (and possibly subtitle) you choose should clearly highlight your value proposition. It goes to the essentials and explains, in less than ten words, how your offer meets the needs of the Internet user. Think, at the webdesign stage, to visually draw attention to the title: it is the first thing that your prospect will (and must) read. First, you must reassure him to keep him in the conversion funnel.

  1. A catchy and concise argument

The argument of your landing page is strategic: you must find the right words to convince the Internet user to carry out the desired action. You can, for example, use copywriting techniques (like the AIDA method ) to build a catchy and concise pitch. The challenge is to manage to summarize your offer by highlighting the benefits that your prospect will derive from it. Favor short, easily understandable sentences: to create a successful landing page, it must be pleasant and simple to read. 

It is also important to think about additional texts: your landing page is the tip of the iceberg. You can thus work on a thank you page, to be inserted once the form has been completed, and the emails that will follow. These are all opportunities to make a good impression on your potential customers (essential for the rest of the conversion journey).

Finally, if it is to encourage the user to take action, the text of the landing page must also be optimized for natural referencing. You need to find the most relevant keywords to show up on search engine results pages. This SEO thinking is an integral part of your traffic acquisition strategy. Google is a privileged channel for acquiring new customers: they use it to search for all kinds of information, products and services on the web. It is therefore essential to be visible there to increase the number of visitors to the page and a fortiori its performance. 

💡 Tip from our experts: To improve the conversion rate of a landing page, it must address a specific target audience. The better you know your audience, the easier it will be to generate more qualified leads. An effective marketing strategy is based, in fact, on marketing personas. If it’s relevant to your business, you can opt for personalization: create several landing pages that each address different targets to maximize conversions. 

  1. An effective form

The form is the central element of the landing page: it is always highlighted, as high up on the page as possible. To promote conversion, filling out the form must require a minimum of effort from the Internet user. If you ask for too much information, he might get discouraged and leave the page (to the detriment of the bounce rate). To prompt the visitor to action, include only essential fields (the most important being email) and allow autofill. 

Design optimization plays an essential role here. You can get support from a digital agency like Axiom Marketing to get high-performance results that match your ambitions. 

  1. An optimized call-to-action button

Second strategic element of the landing page, the call to action button must also be optimized. Style, colors, wording, location: everything counts to increase the conversion rate. The Internet user must immediately identify it on the page and clearly understand where it leads (what action it allows to perform). You must therefore choose an attractive and inciting call-to-action, with an action verb for example (discover, buy, download, etc.).

  1. The essential social proof 

To inspire visitors to take action, you can include social proof on the landing page. These can be customer reviews or testimonials that talk about your offer or your business. This (almost) indispensable social proof is an argument in its own right. An Internet user will have more confidence in the experience of customers than in the speech of your company. Also, he will rely more easily on customer reviews than on the texts that you put forward. It is therefore in your interest to collect and use them: it is an asset to generate a better conversion rate.

Now that you have all the cards in hand to create a successful landing page, you can take the next steps, such as: 

  • Use CRM software to centralize data and make optimal use of it, 
  • Betting on marketing automation and an emailing strategy to transform your prospects into customers (in B2B or B2C), 
  • Optimize lead nurturing through an effective 360° digital marketing strategy (retargeting, social media advertising campaign, etc.).

Ready to boost your business? Ask the experts of Internet Marketing!

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